Dr. Fatima Beena fatimabeena@gmail.



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Why Do We Do Advertising
• Personal Selling is preferred, because it is so effective - but, it is expensive sometimes to contact EVERYBODY this way • Advertising is not as direct as Personal Selling, but you can reach a lot of people

Advertising Slide 4 Advertising in India has to be International • Our Indian market is very multi-cultural • Advertising in India has to acknowledge the international aspects in order to be successful • A large part of the market in India is NOT from other geographies so we have to have advertising that can be understood by other people .

4 84 499.1 43 928.5 1993 stats .0 47 135. Eaton’s of Canada Sears Canada Government of Canada The Molson Companies Chrysler Canada 70 159.9 46 582.Advertising Slide 5 The Top 10 Advertisers in Canada Rank Name Revenue (thousands of dollars) 1 2 General Motors of Canada Procter & Gamble 113 048.6 41 171.7 42 873.9 50 036.3 53 972.5 3 4 5 6 7 8 9 10 The Thomson Group BCE John Labatt Ltd.

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Advertising Slide 7 Advertising Objectives are a Strategy Decision • Every ad should have clearly defined objectives • these objectives guide the people who create the ads .

TV ads .billboards .Advertising Slide 8 Product Advertising Non personal selling of a particular good or service.junk mail . .

Advertising Slide 9 Institutional Advertising Also called Advocacy advertising See slide # 16 .

Competitive Advertising Direct Indirect . also called Informative “… tries to develop primary demand…” Done in the early stage of the Product Life Cycle.Advertising Slide 10 Pioneering Advertising.

Advertising Slide 11 Competitive Advertising Direct Tries to get you to take action now . Immediate Buying Indirect Tries to point out the advantages so if you think about this product later.buy the product now. you will buy their brand .

Advertising Slide 12 Comparative Advertising Advertising that makes direct comparisons with competitive brands. Political advertising that is too nasty .if the comparison is too harsh eg. Sometimes it can backfire and cause the viewer to NOT want to buy the product . Companies used to hesitate to do this. but now they do it freely.

. Other countries allow it.Advertising Slide 13 Comparative Advertising Some countries do not allow Comparative Advertising. you have to prove any statements you make ... but.

Advertising Slide 14 Reminder Advertising Done in the Maturity and Decline stage of the Product Life Cycle. . You already know about the product .they want you to keep using it. These ads are usually “soft-sell” and try to be entertaining. even if new competitors come along.

Advertising Slide 15 Relationship between Advertising and the Product Life Cycle Competitive Comparative Pioneering .

Advertising Slide 16 Institutional Advertising Promoting a concept. idea. company. This is closely related to the PR program of the company Also called Advocacy advertising . or philosophy. or the goodwill of an industry. or organization.

Hitachi SONY Mitsubishi Panasonic (Matsushita Electronics) .Advertising Slide 17 Institutional Advertising Used often by Japanese conglomerates that have many types of products eg.

This means they will co-operate to display sales promotion material and share the costs of commercials and billboards etc. Co-operative Advertising The sharing of advertising costs between the middlemen and retailer and the manufacturer. .Advertising Slide 18 Retail Advertising Retail advertising is the advertising done by stores that sell “stuff” directly to the consumers.

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we first have to discuss our Position .Advertising Slide 21 Before we talk about choosing the best way to advertise.

Advertising Slide 22 Positioning • Positioning involves developing a marketing strategy aimed at a particular market segment .in order to achieve a desired position with respect to the competition. • ie. in the mind of the buyer.re: its competitor . That buyers will think a certain way about a product .

By competitor. 6.Zeller’s “lowest price is the law” 3.convenience. By application . govt.consumer.Snapple. “We’re #3” 4.Advertising Slide 23 Positioning 1.until we get beamed to work! 5.Nutrigrain . . By product user . By attributes . By price . By product class . specialty goods industry. shopping.shampoo (Pantene Pro V) 2.

in which category is the most money spent .Advertising Slide 24 Media Selection • Newspapers • Magazines • Television • Radio • Direct Mail • Outdoor ? .

6% . .Advertising Slide 25 Media Selection • Newspapers . 26% • Magazines .7% • Direct Mail • Outdoor.2nd major category.12% • Television . 14% • Radio .largest share of advertising. billboards etc.

Advantages and Disadvantages of the Various Advertising Media Media Newspapers Advantages Flexibility Community prestige Intense coverage Reader control of exposure Co-ordination with national advertising Merchandising service Selectivity Quality reproduction Long life Prestige associated with some magazines Extra services Great impact Mass Coverage Repetition Flexibility Prestige Disadvantages Short lifespan Hasty reading Poor reproduction Magazines Lack of flexibility Television Temporary nature of message High cost High mortality rate for commercials Evidence of public distrust Lack of selectivity .

Advantages and Disadvantages of the Various Advertising Media Media Radio Advantages Immediacy Low cost Practical audience selection Mobility Quick communication of simple ideas Repetition Ability to promote products available for sale nearby Selectivity Intense coverage Speed Flexibility of format Complete information Personalization Disadvantages Fragmentation Temporary nature of message Little research information Brevity of the message Public concern over aesthetics Outdoor Advertising Direct Mail High cost per person Dependence on quality of mailing list Consumer resistance .

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Advertising Slide 30 To produce. then additional money to get “air” time .

Lead to the person buying .Advertising Slide 31 Planning The Best Message What should an ad accomplish 1. Inform and persuade 3. Gain attention and interest 2.

direction . Copy .the intention. Thrust .Advertising Slide 32 Planning The Best Message “Copy Thrust” the words you say to get the attention 1.the text 2.

Interest D .Desire A .Advertising Slide 33 Planning The Best Message “A I D A” A .Attention I .Action .

COM .STUFF.Advertising Slide 34 Direct Response Ads • Call 1-800-…………. • See our web site at WWW.

special events. PR.Advertising Slide 35 The Advertising Campaign • When developing a mktg comms strategy. media . you do not restrict your plan to just advertising • Many things are also done such as direct mailing. radio.

.Advertising Slide 36 Assessing the Effectiveness of an Advertisement • Pre testing The assessment of an advertisement’s effectiveness before it is actually used. • Post-testing The assessment of advertising copy after is has been used.

. They have specialists who know all about the effect of different advertising methods and can help a company with their strategy.Advertising Slide 37 Advertising Agency A marketing specialist firm that assists the advertiser in planning and preparing its advertisements.

.Advertising Slide 38 Celebrity Marketing Having celebrities lend their name and influence to the promotion of a product.

Advertising Slide 39 Role Model Marketing Marketing technique that associates a product with the positive perception of a type of individual or role. (ie. . Naya water with healthy lifeguards) Sometimes used by companies who cannot afford to pay a celebrity.